Step 3: Listen to sales input and make sure everyone speaks up.

Step 4: Clarify and continue.

Write a summary of your meeting, including your initial definition, and have another one to clarify what was said. Make sure everyone is satisfied — strong consensus is critical.

Step 5: Publish the ULD everywhere

Your universal lead definition needs to be understood to help your team involved with lead generation to be clear on their target.

Step 6: Close the loop on sales qualified leads

Use regular huddles — face-to-face or voice-to-voice meetings. Don’t count on software to close the loop for you. Sales and Marketing should meet biweekly to ensure the lead definition is still accurate.